a single source, nothing corroborates it

Sort the visitor with a quiz before selling

A short self assessment at the top of the funnel does two jobs: it splits the audience so each branch gets the right pitch, and the questions themselves make the reader feel understood by the time they reach the offer. Where the fear is buying the wrong thing again, a fit finding step rules out the mismatch before it can happen.

The method

1. 01

   Build a self-assessment quiz as a lead capture, opening with questions almost any respondent will recognise themselves in, so that by the final screen they feel understood and the product reads as built for them.

2. 02

   Turn the top of your funnel into the survey, so the page sorts visitors instead of asking them to sort themselves.

3. 03

   Assume your prospect has already wasted money on things that did not work and is braced for another miss, so put a fit-finding step at the front of the funnel that rules out the wrong purchase for them.

What it returned

• 71

  Acquisition.com's landing page splits current from aspiring business owners then branches on biggest challenge and preferred learning format; Katelyn Bourgoin cites 71 percent of buyers expecting personalised interactions and 76 percent reporting frustration when they do not get them.

• Bourgoin's evidence is the reliable virality of Buzzfeed personality quizzes: people cannot resist analysing themselves.

• Jones Road leads with a shade finder, which kills the fear of buying yet another product that will not suit the buyer and signals that the brand understands them.

Sources

• The Barnum Effect - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Create Quizzes · undated
• Hindsight Bias - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Lead magnets Kill objections immediately · undated
• Surveys - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · ​ Use surveys to personalize the customer experience · undated